SOCIAL
MrBeast, the YouTuber who bit more burger than he could chew
Jimmy Donaldson (centre) built out his global MrBeast Burger business from its origins in the world of ‘ghost kitchens’ — © AFP
Joseph BOYLE
It’s September 4, 2022, and around 10,000 people are shouting “Beast, Beast, Beast” in a shopping mall in New Jersey: YouTuber MrBeast is on his way to launch his first burger restaurant, and the crowd is hysterical.
MrBeast, real name Jimmy Donaldson, was building out his global MrBeast Burger business from its origins as a product made in “ghost kitchens” available only on delivery apps.
But he has since had a dramatic change of heart.
Donaldson, 25, recently crowned the world’s most popular YouTuber with more than 170 million subscribers, launched a legal case in late July against the suppliers of the burgers to end the deal.
The court filings include choice quotes from customers: “One New York reviewer, echoing the sentiments of thousands, stated that MrBeast Burger was ‘the absolute worst burger I’ve ever eaten in my entire life! It was like eating spoonfuls of garlic powder’.”
The ghost kitchen firm, Virtual Dining Concepts, countersued last week for $100 million in damages.
“This court case is a signal for a lot of other influencers,” said Jess Flack, founder of influencer marketing agency Ubiquitous.
She said it marked the fizzling out of influencers’ relationships with ghost kitchens, forged during the pandemic when lockdowns kept millions at home and closed restaurants across the world.
– ‘Implode’ the brand –
Analysts predicted ghost kitchens were the next big thing. Market research outfit Euromonitor International suggested the sector could be worth $1 trillion by 2030.
Forecasts like this might have egged on Donaldson, especially as the path from entertainment to catering is well trodden.
Arnold Schwarzenegger and others had a pop with the Planet Hollywood restaurant chain, George Clooney flogs his own tequila and Emimen hawks spaghetti from a hole-in-the-wall in Detroit.
But Flack points out that Donaldson’s position is more tricky than those other luminaries.
“For someone like MrBeast, his entire career is based off of his brand,” she said.
“He’s not like an actor or a singer, or a rapper like Eminem who has a career to fall back on.”
From that point of view, she said, it made perfect sense for him to “implode” MrBeast Burger over the bad reviews.
– ‘Loyal fanbase’ –
In any case, Donaldson has another food empire spanning cookies and chocolate bars that gains more positive reviews.
And his social media peers are proving that the food industry still is a viable outlet.
Lifestyle YouTuber Emma Chamberlain has a successful coffee business and viral stunt-creator Logan Paul’s energy drinks are doing just fine, to mention only a few.
The phenomenon is not limited to the United States.
Popular French YouTuber Mister V and Spanish internet celebrity Carlos Rios both have their food brands splashed across supermarket shelves.
“Many YouTubers are creating quite a loyal fanbase due to the seeming intimacy of their relationship with their audiences,” said Vince Miller of the University of Kent in Britain.
But what happens if it all falls apart?
– ‘Nicest guy on YouTube’ –
For Donaldson, often dubbed the internet’s Willie Wonka for handing out piles of cash or life-changing experiences at random, the future is still very bright.
He says he pays for the stunts by churning his profits — Forbes magazine listed his 2021 earnings at $54 million — back into the production of his videos, some of which cost millions to produce.
The giveaways and his endlessly cheery, circus-ringmaster shtick have catapulted him to superstardom with tens of millions of fans hanging on his every word.
“Many of them are kids and young people who really care about what he does and see him as the nicest and most generous guy on YouTube,” said Miller.
His latest video, “7 Days Stranded at Sea”, where he and his friends spent a week on a raft, clocked up what he said was a record-breaking 46 million views on its first day.
“I don’t ever want to hear I only get views because I give away money,” he wrote on X, formerly known as Twitter. “We broke the world record with me and my friends suffering and cracking jokes lol.”
What many, mostly older, folk find hard to swallow is his juxtaposition of charity stunts — he recently paid for 1,000 people to have sight-saving eye operations — with a thirst for clicks.
But for his fans that is a huge part of his appeal — they feel like they are doing good just by watching his videos.
“Beast Philanthropy is literally funded by your eyeballs,” he told viewers of his other channel, Beast Philanthropy. “Not even joking.”
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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